We've been helping KIA Motors activate their sponsorship of Crime Drama on Channel 5 with a CSI: Crime Scene Investigation DVD partnership.
The motor company's been sponsoring Crime Drama and CSI: – the most watched US drama in the UK, for a couple of seasons. To make their media buy work harder, Kia aimed to extend their association away from the TV channel and into the offline environment. Instead of talking to 5, who aren't the show's rights holders, our approach was to talk to CSI:'s UK distributors directly. We offered promotional awareness for a forthcoming DVD series release via Kia's own marketing communication in return for access to CSI assets including license free imagery and themed prize funds.
Campaign creative across Kia dealerships, online and direct mail was developed based on the insight that potential Kia customers were unaware of key product benefits and had misconceptions of the brand. 'Uncover The Truth with Kia and CSI:' linked key Kia messages to the core proposition of the CSI: franchise, inviting customers for a free test drive to uncover the truth about the vehicle. Consumers were incentivised to test drive with free CSI: box sets and the chance to win a trip to New York, the setting of one of the CSI: series. We also extended the partnership to include a media promotion with The Sun, offering readers the chance to win a Kia Sportage TITAN.